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Introduction to Intercultural Studies

The Branding of Culture

Haynes Collins, Bethan Davies, Jane Wilkinson, and Petra Desatova

Topics Covered

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Topics Covered

  • Branding and identity – how companies might adapt products in order to successfully introduce them into new markets
  • Nation branding - how countries attempt to portray and market themselves
  • The movement of products - how globalised products are received in different contexts
  • Localising products - the reasons why companies adapt products for audiences in different local environments
  • Soft power - how countries promote what they perceive to be their own cultural values to other nations
  • Cultural imperialism – the extent to which global marketing and the selling of products can be seen as an attempt to impose the values of the producing nation

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Reading list

We've selected 0 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Introduction to Intercultural Studies: The Branding of Culture.
A wide-ranging exploration of the relationship between culture and society, this book covers topics such as the role of culture in social change, the impact of globalization on culture, and the nature of cultural identity.
A comprehensive overview of cultural anthropology, this book introduces students to the basic concepts and methods of the field.
A collection of essays from leading scholars, this book provides a critical overview of the study of culture.
A classic work of critical theory, this book argues that the culture industry system of mass production that serves to manipulate and control the masses.
A groundbreaking work in the field of cultural studies, this book argues that postmodern culture is characterized by a fragmentation of identity, a loss of faith in progress, and a fascination with the present.
Explores the relationship between globalization and culture, arguing that globalization is leading to a new kind of global culture that is characterized by both homogenization and heterogeneity.
Explores the cultural significance of food and the body, arguing that they are both powerful symbols that can be used to express identity, power, and gender.
Explores the relationship between culture and emotion, arguing that emotions are not simply private feelings but are also shaped by social and cultural factors.
Explores the ethical implications of culture, arguing that we need to develop a new ethics that is based on respect for cultural diversity.
Argues that culture is not simply a set of ideas or values but is also a set of practices that are embodied and enacted in everyday life.
Explores the relationship between culture and technology, arguing that technology is not simply a neutral tool but is also a cultural artifact that can shape our lives in profound ways.
Explores the relationship between culture and social change, arguing that culture is not simply a passive reflection of social change but is also an active force that can shape the direction of social change.
Provides a comprehensive overview of branding, covering everything from brand strategy to brand measurement. It is written by David Aaker, a leading expert on branding.
Is widely considered to be the definitive work on branding. It provides a comprehensive overview of the branding process, from developing a brand strategy to measuring brand performance.
Explores the gap between business strategy and design. It shows how to create a strong brand by aligning the two.
Comprehensive guide to branding. It covers everything from brand strategy to brand design.
Shows how to use storytelling to build strong brands. It provides practical advice on how to create and tell stories that will resonate with your audience.


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